The Five Secret Secrets of Long-established BusinessesNihonbashi (bridge)pretextkatsuobushi
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Japan is one of the few countries in the world where there are more than 33,000 long-established shops that have been in business for a hundred years. In this series of articles, we ask the owners of these establishments about the “five secrets” that make them “long-established” businesses. This time, we interviewed the owner of “Nimben,” a dried bonito specialty store in Nihonbashi, Tokyo, established in 1699.
Dashi is like the foundation of all dishes. I get excited when I imagine the kind of product I would like to create.
What is the “something” that has spread to households across Japan as a result of innovative product development by Nimben?
The godparent is a customer. Company name changed to “Nimben-san” nickname.
In 1699 (Genroku 12), Ihee Takatsu, the founder, began trading in dried bonito flakes and salted dried fish at a bank warehouse in Yokkaichi, Nihonbashi (near the current head office of Nomura Securities in Nihonbashi 1-chome). Later, in 1704, he opened a katsuobushi wholesale store in Kobunacho and changed the name of the store to Ihee Iseya.
Since its establishment, the company has used a mark called “kane-ninben,” which has been called “ninben-san” by those who have seen it. It is said that the nickname was changed to the company name.
Dashi broth drawn from “Honkare Katsuobushi” (dried bonito flakes) that have been aged with mold for many times is a characteristic product of “Nimben”. The company sells a variety of products, including dashi packets, dashi chazuke, liquid seasonings, and in recent years, prepared foods and boxed lunches.
The five secrets of a long-established business, Part 1: The art of connoisseurship to discern the right timing.
Honkare bonito flakes are made from raw bonito through the processes of “boiling,” “deboning,” “drying,” and “molding.
The bonito used for katsuobushi is not only fresh,” says Ihei Takatsu, the thirteenth-generation owner of Ninben. There is a time after the fish is caught when its umami content increases,” says Ihei Takatsu, the 13th generation head of “Ninben.
By simmering it well at that timing, the bonito flakes will be in a state with a lot of umami.
One of the methods of sorting dried bonito flakes to see if the moisture has been thoroughly drained from the inside is the “kan-kan” sound. When dried and hardened dried bonito flakes are bumped against each other, they make a distinctive high-pitched sound. The excellent dried bonito shavings are then dried to produce the high umami and aroma of honkare bonito flakes.
The five secrets of long-established restaurants No. 2: The thickness of less than 0.05 mm produces the finest texture.
The speciality of the dried bonito flakes is in the way they are shaved to “break the fibers,” making them less than five one-hundredths of an inch thick, which gives them a melt-in-your-mouth texture.
The unique shaving method and speed of shaving at Nimben have achieved a very smooth melting state. I believe that our customers recognize this technology, and as a result, we have many customers who purchase our products.
The Five Secret Secrets of Long-established Businesses No. 3: Seeing the Times and Making Proposals
In 1969, Nimben became the first in the industry to sell fresh packaged dried bonito flakes that could be enjoyed anytime.
When dried bonito flakes are exposed to air and oxidize, their flavor deteriorates. It was very difficult to develop a technology to preserve the flavor. That is why we developed the ‘Fresh Pack,’ which preserves freshness by filling the bag with nitrogen gas,” says Mr. Takatsu.
At the time, people were beginning to demand “convenience. In other words, it was also developed in anticipation of the fact that people would no longer shave dried bonito flakes at home. Nimben” has always been attentive to the needs of its customers and has changed its business according to the times.
Nimben” patented the fresh pack and gave permission to other companies to use it for the development of the dried bonito industry. The technology spread quickly, and we can now easily enjoy dried bonito flakes at home.
The Five Secret Secrets of Old Restaurants #4: To enhance the sense of umami and aroma
Nimben’s dried bonito flakes dashi is made with the finest ingredients, manufacturing methods, and grinding methods. The recommended method for making dashi broth from dried bonito flakes alone is to add 30 grams of dried bonito flakes per liter of water. However, opportunities to use dried bonito flakes in the home are still limited.
Dried bonito flakes have a very strong aroma,” says Mr. Takatsu. For us to continue to exist, I think it is important to increase the use of dashi in cooking in general,” says Takatsu.
In 1964, Nimben became the first in the industry to commercialize tsuyu-no-moto (dipping sauce). The “Tsuyu-no-moto”, which is made by using dashi (broth) carefully extracted from dried bonito flakes, has been very popular as it can be used not only for men-tsuyu (men-tsuyu) but also for simmered dishes and other general cooking.
The Five Secret Secrets of Long-established Businesses No.5: To Pass Down Dried Bonito Flakes to the Future
Mr. Takatsu says that he does not actively use the expression “long-established business. However, as a store with a long history, he continues to have a mission to “pass on authentic dried bonito flakes. Therefore, we are making various efforts to increase the opportunities for people to know about us.
Take, for example, “Nimben Nihonbashi Honten” in Nihonbashi. They shave dried bonito flakes inside the store and sell them freshly shaved. The main store’s strength is that customers can actually try their hand at shaving katsuobushi and enjoy the original taste and aroma of katsuobushi.
In addition, we have opened “Nihonbashi Dashi Bar” as a dashi specialty restaurant. Here, you can enjoy a cup of freshly ground dried bonito dashi for 100 yen. There is a wide variety of dashi, including tomato and cream dashi. It is a bar-like restaurant where you can casually enjoy dashi.
I want to keep that kind of excitement in my heart for many years to come. I want to keep this kind of excitement in my heart for many years to come.
Nimben” products are used as a matter of course in the kitchens of households throughout Japan. They continue to be widely loved because we continue to develop attractive products in line with the needs of the times.
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The video of “The Five Secret Rules: Nimben Edition” can be viewed athere (place close to the speaker or where the speaker is)from (e.g. time, place, numerical quantity)
